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Saturday, 12 January 2008

Key To Recession Survival: Master Consumer Media Habits

Diane Mermigas writes:

... According to the North American Technologies [Technographics®] Benchmark Survey published
by Forrester Research, all adult consumers still devote more than twice
as many hours in a typical week watching television as using the
Internet. Gen Yers 18-27 are moving toward parody [parity] in spending as many
hours online as watching TV. But they also spend nearly as much time
watching DVDs–a hybrid activity on TVs, PCs and video-game consoles. It
suggests what other surveys also reflect: Young consumers move fluidly
from one media-related activity to another (whether interactive or
passive) because a screen is a screen is a screen. ¶
However, as interactivity becomes more pervasive and all of
television goes digital in a year, more Boomer consumers will follow
suit. So the increasing interactive attention and spending of consumers
ages 42 to 62 is key. These 78 million Boomers (the single largest
demographic segment) already make a healthy showing in an array of
interactive activities–from managing and printing personal photos to
conducting finance and security checks. The focus should be on how to
increase maturing consumers’ routine use of interactive devises for
potentially profitable social networking–e-commerce, entertainment and
communications –not a comparison to younger early adopter habits. ...